Alcohol ads that tell people to ‘drink responsibly’ don’t explain how to do so, a new study concludes. Instead, the ads tend to glamorize the products they are selling, according to researchers from the Johns Hopkins Bloomberg School of Public Health.
The researchers analyzed all alcohol ads appearing in U.S. magazines from 2008 to 2010. They found 87 percent of the ads included a message to drink responsibly, but none defined responsible drinking, or promoted not drinking in certain situations, Medical Xpress reports.
In 88 percent of cases, responsibility messages reinforced promotion of the advertised product. Many of the messages contradicted scenes shown in the ads. One vodka ad featured a photo of an open pour of alcohol, with a tagline suggesting the person in the ad had been drinking all night. In small type, the ad told readers to enjoy the product responsibly.